So I was on Facebook minding my own business, when I noticed an ad for an online razor company. Normally I wouldn’t click on it, but sense I recently blogged about Dollar Shave Club, I thought I would check out what some of their competitors are doing.
This company is called DORCO. Headquartered in San Diego, CA, the company has grown mainly in the Asian market and is looking to penetrate the U.S. shaving market. Their website they promotes innovation and technological advancement. They call these their “core assets.” They at least appear to be very customer focused. Taken straight from their website…
The company’s products are designed for you, the shaver.
DORCO’s website is very nice. The layout is very basic and easy to navigate. Shavers can access a virtual storefront from the home page. I find it very interesting that like Dollar Shave Club, DORCO has a simple informational YouTube video that automatically plays when you enter the site. The video answer one question, “why haven’t I heard of DORCO?” It’s apparent that they have taken a much different approach than Dollar Shave Club. I don’t think DORCO is going viral.
Unlike Dollar Shave Club, DORCO has differentiated their male and female razor lines. DORCO Pace is for males, and DORCO Shai is for females. The company even has separate Facebook and twitter pages for each. Both sides are very active with coupons and promotions. The company also demonstrates separate social media strategy for reach each customer group. The PACE pages publish content about male products along with things like…
- A quick poll: What is the WORST Valentine’s Day gift you’ve ever received?
- Unsung Manly Movie Quotes for Every Occasion
- Retweets from @MENSHEALTHSTYLE
The Shai pages publish content about female products along with things like…
- The 12 Most-Requested Celebrity Hairstyles From Coast to Coast
- Women testimonials including one from Columbus, OH!
- Retweets from @Cosmopolitan
I feel DORCO is trying to fight the notion that they are nothing more than off-brand razors. That’s why they push being big overseas. Really, DORCO has similar design and features as other razors. DORCO’s only selling point is price. The razors and the refill cartridges are priced significantly lower than major name brands on similar razors. They promote on that their prices are at least 30% less than their competitors. Moreover, DORCO sells bundle packs that provide additional savings as well as return customers.
After blogging about Dollar Shave Club and DORCO, I feel like I’ve been overpaying for razors my whole life. I feel like I should give one a try. As always… comments are welcome and email subscriptions are strongly encouraged. Also check out @AfterThePeriod and find us on Facebook.
